Post-Olympic booking surge revealed

Figures released today show there will be considerable pent up demand for overseas holidays in the aftermath of the Olympic Games.

They show that bookings for the three weeks after the closing ceremony are already 10% higher than for the same period last year.

The data, released by Amadeus in conjunction with market research firm Forward Data, confirm what tour operators already suspected: that Londoners are deferring trips abroad until after the Games.

Bookings for any destination from London for the period before the opening ceremony are down 5% compared with 2011 and across the whole of the summer 2% fewer Londoners will leave the city than in 2011.

The data, which is based on actual flights booked worldwide by both online and offline agents by May 12, show there will be a 13% increase in visitors to London during the Olympics, with the greatest number coming from the United States.

The number of people actually staying in the capital between the opening and closing ceremonies will rise by 7%. The greatest increase in occupancy will fall between August 4 and 8.

The figures also revealed that almost one in five of those flying into the capital for the Games will come from the US.

The next biggest market is Germany, which will account for 8.2% of visitors, followed by Australia with 6%.

However, the Netherlands market is showing the greatest growth, up 221% on last year, followed by Brazil which is up 83%, and France and Russia, up 35% and 34% respectively.

Amadeus said that the BRICS nations (Brazil, Russia, India, China and South Africa) had emerged as important source markets for London during the Olympics. Overall, they are seeing a 40% rise in traffic and together will account for 9% of all visitors.

New York is the biggest source city for travel to the Olympics. Traffic from the Big Apple to London is up 48%, while San Francisco is up 29%. However, Los Angeles is showing a 3% drop in traffic for the same period.

Holger Taubmann, senior vice president of distribution at Amadeus, said: "This data highlights the significant opportunity for travel providers and businesses in London over the Olympics period, particularly during the dates when occupancy will surge compared with last year, that is, between 4 and 8 August.

"Businesses, especially those within the leisure and retail sectors, will have big opportunities by catering to the needs of travellers from all over the world this summer. The data also indicates another period that will be of crucial importance to UK-based travel sellers: the weeks after the closing ceremony, when many Londoners will depart from the city."

Olivier Jager, CEO of Forward Data, added: "Market intelligence like this is essential to travel sellers and travel providers as they assess not only how and when travellers make their decisions, but also the probable impact of major events on their businesses, and allows them to capitalise on the opportunity such an event offers. This data represents actual bookings made, so travel providers can base their business decisions upon it with confidence."

You can read the full report here.